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December 2016

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The plain white underwear T-shirt, which for decades has been as comfortable as it is stylish in its simplicity, is making room for some color.

Hanes, the No. 1 men's underwear brand in America, has introduced new dyed V-neck underwear T-shirts in black, gray and navy colors. The V-neck underwear style is one of the fastest growing but has the fewest color offerings.

“More men than ever are buying their own underwear, and they want choices in the styles and colors they wear,” said Jay Turner, vice president and general manager of male underwear for Hanesbrands Inc. “Over the past decade, we have seen the percentage of men buying their own underwear go from 40 percent to 65 percent. We have also seen an explosion in the popularity of color in men's underwear bottoms, and now that trend is emerging in men's underwear T-shirts.”

About two-thirds of men's underwear bottoms sold in America are dyed color versus white, while only a quarter of men's underwear tops are dyed, according to market data. Today, just 12 percent of V-neck style underwear T-shirts sold are in dyed colors, but that is changing rapidly.

New Hanes V-neck T-shirts may be found at mass-merchandise retailers today and will soon expand to the mid-tier department store channel.